Coke, iPhone and PlayStation please, say MySpace users
MySpace’s users are Calvin Klein-wearing, Corona-swilling, dope-smoking, teeth-brushing, Coke-guzzling, Lynx-spraying social networking machines, according to a census of the site’s Australian audience.
The lifestyle portal surveyed the opinions and attitudes of 2000 of its 2.4m Australian users to build up the picture of their favourite brands.
The results included:
- The three most popular luxury brands were Calvin Klein (36%), Gucci (26%) and Chanel (22%);
- The operating system of choice was PC (75%) followed by Mac which received 24% of votes;
- Nokia was voted the most popular mobile phone brand at 41%. The iPhone (15%) and Sony Ericsson (13%) were the other popular brands;
- The most popular gaming console was PlayStation (45%) followed by Nintendo (30%) and Xbox (20%);
- With 35% of votes Electronic Arts (EA) was voted best games maker, followed by Nintendo(16%) and Activision(8%);
- The top three beer brands were Corona (32%), Heineken (21%) and Pure Blonde (14%);
- The three favourite chocolate bars were voted as Snickers Bar (9%), Mars Bar (8%), Cadbury Boost (8%) ;
- The most popular soft drinks were Coca-Cola (39%), Mountain Dew (9%) and Pepsi (8%);
- The most popular energy drink was V (40%), followed by Red Bull (29%) and Mother (16%);
- With 81% of votes Colgate was far and away the most popular brand of toothpaste, McCleans was the next most popular with 7%;
- The most popular brand of deodorant would be Lynx (29%) followed by Rexona (21%) and Dove (11%);
- The three favourite car brands were Holden (11%), Lamborghini (9%) and BMW (6%).
A majority of MySpace users – 53% – said they supported the legalisation of marijuana.
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So myspace is for men?
Thats what I’m getting.
Where is the female representation and the questions directed at females?
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Not surprising at all. There is a certain type of person who uses MySpace and these stats just confirm it.
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Not to be picky, but the term “census” implies that the whole population of interest was surveyed, not a *sample* of the population…
; P
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Any kind of market research should be taken with a pinch of scepticism.
Things like what kind of people actually fill out surveys, how were the questions asked, were there incentives for the survey and loads of other factors influence the outcome.
Not to mention, who did the research and what is their objective, clearly MySpace want to be able to approach brands and sell their offering.
All that considered, if I worked on Holden, I’d like to know more.
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That’s a really un-insightful piece of research. It tells me that Myspace users (all 2.6m of them apparently) are fairly generic and representative of the overall population. You could probably reach a similarly un-targeted demo by using a scattergun approach with any of the mainstream media channels available…
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what a fun survey … getting asked questions about your brand preferences across categories myspace want to attract for advertising.
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Mind you, only 8% for Pepsi? I demand a recount…
100% of them are clearly not early or even late adopters given everyone else is on Facebook.
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My boss had her 13 year old son into work the other day. He’s in a band. We started talking about Facebook, and he shot a disgusted look our way, retorting;
‘I can’t believe you guys are on Facebook. Only old losers use Facebook’
He made me feel old. I’m 24.
Also, much kudos to Ben @ talking digital aka Oscar. Love your work!
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Would be interested to understand why your headline references iPhone when Nokia is almost 3 times as popular, and Sony Ericsson just 2% points behind?
Agree with Neil – all fairly predictable. The results pretty much reflect the market share within the individual categories (with the exception of Lamborghini!)
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